"The challenge this time was to make the album as big as possible," says Williams. That's why he's already making it big in the first lines of the album: "Good evening, children of cultural unrestraint. You've been looking for a savior, here I am," sings Robbie Williams as an introduction to his eleventh album. And goes on to address the recent deaths of Prince and David Bowie, among others: "And all the greats are dying so fast while I'm still here. Enjoy me while you can."
"I wanted big choruses, universal lyrics and universal melodies on this album," Williams continues. On the album, which comprises eleven songs in the standard version and 16 in the deluxe version, many facets of Robbie can be heard despite the familiar patterns. "Motherfucker" is a rock song to bawl along to, "Love My Life" is a motivating, calmer pop song that could also be the title track of an RTL reality documentary: "I am powerful, I am beautiful, I am free."